"(These) new lines of business will help design optimal supply chains for clients across verticals using comprehensive consumer, inventory and location data," said Sahil Barua, cofounder of Delhivery.Logistics startup Delhivery is adding three new lines of business aimed at boosting revenue while also helping to carve a distinct identity for the Gurgaon-based company that is battling rivals in a crowded market.

The five-year-old company that has so far worked primarily with online retailers, aims to now create technology solutions for merchants, help them list on online marketplaces and develop point-of-sale systems.

"(These) new lines of business will help design optimal supply chains for clients across verticals using comprehensive consumer, inventory and location data," said Sahil Barua, co-founder of Delhivery which has begun talks with investors including Russian billionaire Yuri Milner's DST Global, Singapore's GIC and China's Hillhouse Capital for a new funding round estimated at about Rs 1,200 crore. Barua declined to discuss details of the funding round with ET.

Currently the company works with top online retail companies like Flipkart, Shopclues and Paytm and Voonik helping sellers on these platforms list, catalogue and navigate through specific requirements. Delhivery charges its partner e-commerce sites a commission for this service.

The company has signed up more than 10,000 merchants and will help them list on multiple marketplaces. Experts are of the view that branching out will help Delhivery differentiate itself from rivals including Ecom Express, Snapdeal -backed GoJavas as well as companies like Blue Dart, DTDC and FedEx among others.

"There is a growing realisation that differentiation between (logistics) players is limited; Delhivery is pre-empting that by providing solutions which are relevant to customers and vendors," said Prahlad Tanwar, director for transport and logistics at KPMG.

Globally, there is a precedent in logistics firms working with merchants to even start e-commerce portals. German logistics company DHL started an online shopping portal Allyouneed, which sells electronics, fashion and groceries.

Barua said, "We have begun to provide transportation and warehouse management systems to smaller logistics partners across India and abroad."

Apart from that, the company has invested in hyperlocal delivery startup Opinio to deliver food and startup Parcelled to focus on reverse logistics.

"Delhivery has been instrumental in helping us leverage their existing fleet of thousands of delivery boys to launch multiple cities rapidly" said Lokesh Jangid, co-founder and CTO of Opinio.

Barua estimates that his company delivers about 204,000 shipments everyday with about 75% orders receiving cash-on-delivery.

The company services more than 4000 pincodes and has 18 fulfillment centers. Delhivery was started by engineers including Bhavesh Manglani, Kapil Bharati, Mohit Tandon, and Suraj Saharan who teamed up with Barua in 2011.

In May, Delhivery raised $85 million led by Tiger Global with participation from existing investors Multiples Alternate Asset Management, Nexus Venture Partners and Times Internet - a part of Times Group which publishes this newspaper. The company has till date raised over $126 million.